Dolce & Gabbana Beauty has launched a series of immersive summer activations across leading international airports to showcase its travel retail-exclusive (TREX) Light Blue Capri In Love Eau de Parfum and Light Blue Capri In Love Pour Homme Eau de Parfum.
The campaign, which kickstarted in May, spans key international travel hubs, including Paris Charles de Gaulle Airport (Extime Duty Free), Milan (Avolta), Rome Fiumicino (Lagardère Travel Retail), Istanbul (Unifree Duty Free), Adolfo Suárez Madrid-Barajas (Avolta) Barcelona El Prat (Avolta), Athens (Avolta), New York John F. Kennedy, San Francisco (DFS Group), Los Angeles (DFS Group), Mexico City (Avolta), Panama Tocumen (Motta International), São Paulo–Guarulhos (Avolta) and Sydney (Heinemann Oceania) airports.
Inspired by the landscapes and spirit of Capri, the pop-up features the brand’s signature Verde Maiolica motif (a vibrant, green-and-white design inspired by traditional Italian majolica ceramics). It brings together bright-white and deep-green hues to evoke the island’s sunny scenery and relaxed coastal lifestyle.
At the heart of each activation is a Mediterranean-inspired Beach Bar, where travellers are invited to discover the Light Blue fragrance collection.
The campaign combines product discovery with interactive retailtainment experiences. Visitors can pose for photographs against a backdrop inspired by Capri’s Faraglioni rock formations, enjoy complimentary lemonade and receive themed gifts with purchase.
An interactive digital DJ booth invites travellers to curate a personalised summer soundtrack, adding a further experiential element to the activation.
Notably, at Paris Charles De Gaulle Dolce & Gabbana unveiled its first cross-category beauty and eyewear pop-up in partnership with Extime Duty Free. In addition to the Light Blue range, the animation marked the debut of the special-edition Capri in Love sunglasses in travel retail. ✈
*Announcing The TREX Factor – Reaching B2C + B2B Audiences
The Moodie Davitt Report has launched a breakthrough crossover B2B to B2C video series focused entirely on travel retail-exclusive (TREX) products. {Click on the YouTube Icon to view TREX Travels to the Duty-Free World, the introductory video to The TREX Factor} Filmed by our acclaimed Shenzhen-based Moodie Davitt STUDIO division, the pioneering B2B and B2C crossover series is being shown in multi-lingual form (led by but not limited to Chinese and English) on the Moodie Davitt STUDIO YouTube channel, our dual WeChat Video platforms and (coming soon) Xiaohongshu. EPISODE 1{Click on the YouTube icon to view Episode 1 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our worldwide premiere, resident TREX Master Martin Moodie – the world’s leading duty-free shopping commentator and Founder of world-renowned The Moodie Davitt Report, introduces Johnnie Walker Blue Label Xordinaire, aged in former French XO Cognac casks, designed to add an element of smoothness and sweetness. Johnnie Walker Blue Label Xordinaire brings these elements together for an extraordinary finish. And, most importantly, it is a definitive TREX, available only in duty-free and travel retail stores. Click on the YouTube icon to view. EPISODE 2{Click on the YouTube icon to view Episode 2 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our second episode, resident TREX Master Martin Moodie introduces you to two single malt whiskies from The Macallan, one of the truly famous Scotch whiskey distilleries of the world. Two very interesting variants with very different stories behind them. Click on the YouTube icon to view. EPISODE 3Our third episode features 叠川 The Chuan, which celebrates the vision of French drinks powerhouse Pernod Ricard to create a prestige Chinese malt whisky. Resident TREX Master Martin Moodie is joined on set by Rolls Wang, Retail Manager at Duty Zero by cdf, Hong Kong International Airport. Brands or retailers wishing to participate should contact Martin Moodie at Martin@MoodieDavittReport.com |
